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Part 1: Goal Setting and Market Analysis
 1. Defining
Your Authority
2. Publicity
Goals
3. Targeting
Your Audience
4. Motivating
Your Audience
5. Using
Misconceptions to Your Advantage
Part 2: Setting Priorities and Getting Organized
1. Setting
Publicity Priorities
2. Budgeting
for a Publicity Project
3. Selecting
the Right Media Outlets
4. Evaluating
Publicity Programs With Surveys
 5. Planning
for Controversy
6. Staffing
the Telephone
7. Planning
Press Conferences & Special Events
8. Video
Production Approvals
Part 3: Creating Publicity Materials
1. Selecting
Newsworthy Facts
2. Developing
a News Peg or Angle
3. Formats
for Printed Publicity Material
4. Preparing
Backgrounder Sheets
5. Backgrounding
News Stories
6. Increasing
Publicity Placements With Local Angles
7. Publicity
for Products
8. Writing
& Editing News Releases
9. Working
With Writers
10. Meeting
the Needs of Broadcast Journalists
11. Creating
the Video News Release Concept
12. Invitations
to Press Conferences & Special Events
13. Planning
Satellite Media Tours
14. Recycling
Your Publicity
Part 4: Newspaper & Magazine Publicity Materials
1.
Newspaper Policies & Specialized Reporters
2. Pitching
Feature Stories to Newspapers & Magazines
3. Writing
Letters to the Editor
4. Evaluating
Magazines as Publicity Outlets
5. Hiring
a News Photographer
6. Technical
Requirements for News Photos
7. Shooting
Newsworthy Photos of People & Events
8. Product
Photography
Part 5: Radio & Television Publicity Materials
1.
Preparing News Releases for Broadcasters
2.
Technical Requirements for Video News Releases
3.
Pitching Video News Releases
4.
Live Appearance Checklist
5.
Public Service Announcements
6.
Broadcasters' Policies for Public Service Announcements
7.
Getting Public Service Announcements for Businesses
Part 6: Working With the Media
1.
Journalist Contact Preferences
2. Telephone
Contact Strategy Worksheet
3. Telephoning
Broadcast Journalists
4. Contacting
News Bureaus
5. Insuring
Accurate Coverage
6. Getting
Photographic Coverage
7. Following
Up on News Releases
8. Following
Up Press Conferences & Special Events
Part 7: Using Outside Resources
1.
Using Computer Databases for Research
2. Press
Clipping Services
3. Choosing
a Faxed News Release Distribution Service
4. The
Right Production House for Your Video News Release
5. The
Right Production House for Your Satellite Media Tour
Part 8: Legal & Ethical Issues
1.
Legal Aspects of Publicity
2. Protecting
Yourself
3. Disclosure
for Publicly Traded Companies
4. Withstanding
Public Scrutiny
Copyright
©2001 by David R. Yale. All rights reserved. The content of this
site is for your personal use only. It may not be copied, reprinted,
excerpted, edited, sold, anthologized, or included in any Web site,
publication, or training manual, paper-based or electronic, without
prior permission.
For
permission to reprint or license this material in your publication,
on your Web site, or for other use, contact david@publicityhandbook.com
The
design of this Web site may not be copied for any purpose or in
any format. Site design by Richard Murdock.
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